Published on
January 13, 2026
The Tourism Authority of Thailand (TAT) has launched a new campaign featuring the “Feel All the Feelings” initiative. K-pop group BLACKPINK, has been appointed as the Amazing Thailand Ambassador due to LISA’s global significant influence on trends and her ability to create viral moments. The campaign will be backed by visually stunning photoshoots and exclusive merchandise, with a full commercial to be unveiled at a special event later this month.
Targeting High Value Tourists
The tourism campaign is part of TAT’s broader vision to elevate Thailand’s standing as a top destination for high-end travelers. Thapanee Kiatphaibool, Governor of TAT, expressed confidence that LISA’s involvement would provide a major boost to the country’s visibility on the global stage.
The campaign is focused on generating increased awareness among affluent travelers, aiming to boost arrivals in the coming months. With a target of 3 trillion baht (approximately $88.5 billion) in revenue for 2026, TAT is optimistic that LISA’s involvement will be instrumental in achieving this ambitious goal.
A Continuation of TAT’s Successful Shift in Marketing Strategy
“Feel All the Feelings” is set to continue the momentum of TAT’s previous marketing efforts, particularly the 2022 campaign “Amazing Thailand: New Chapters,” which represented a strategic shift in the agency’s approach. The “New Chapters” campaign focused on promoting luxury travel experiences, regional diversity, and extended stays key trends in post-pandemic tourism.
TAT has been targeting foreign remote workers and retirees in particular, positioning Thailand as an ideal destination for long-term stays. This strategy proved successful, with the “New Chapters” campaign generating 1.28 trillion baht ($36.6 billion) in tourism revenue, as reported by the official Tourism Authority of Thailand website.
The Power of LISA’s Endorsement
The decision to feature LISA as the face of the “Feel All the Feelings” campaign highlights the rising trend of influencer-driven tourism marketing. LISA has become a global icon, influencing millions of fans worldwide through her music and style. Her endorsement of Thai products and culture has already led to viral online buzz, making her an ideal choice to represent Thailand’s image on the global stage.
Her popularity has already contributed to Thailand’s tourism efforts, with various Thai brands seeing a surge in online interest thanks to her endorsement. LISA’s fans, many of whom are passionate about her lifestyle and choices, are expected to play a key role in promoting Thailand as a travel destination. TAT is confident that her star power will drive higher levels of engagement and interest in the country.
Building on Thailand’s Global Appeal
Thailand’s tourism industry has been resilient despite global challenges, and TAT’s ongoing efforts to diversify the country’s tourism offerings are aimed at attracting a wide variety of travelers. From luxury stays in top-rated hotels to unique cultural experiences in regional areas, the “Feel All the Feelings” campaign seeks to convey the wide range of emotions and experiences that Thailand offers its visitors.
In addition to attracting more international tourists, the campaign is also designed to highlight Thailand’s cultural heritage, nature, and warm hospitality. By featuring LISA, a beloved international figure, TAT aims to tap into the global pop culture phenomenon and create a deeper connection with travelers.
Future Plans and Expectations for 2026
Looking ahead, TAT’s 2026 campaign is expected to make a significant impact on the country’s tourism sector. With the goal of reaching 3 trillion baht in tourism revenue, TAT is focusing on attracting visitors from key international markets while also catering to emerging trends, such as the growing number of digital nomads and longer-term visitors.
As Thailand continues to open up to global tourism, the “Feel All the Feelings” campaign is just the beginning of a larger, year-long marketing effort that will shape the future of Thailand’s tourism. TAT remains committed to building a dynamic, attractive tourism sector that appeals to travelers from all walks of life.
